Introduced in 2009 and heading into its fourth year in 2012, the Yankees' HOPE Week initiative (Helping Others Persevere & Excel) is rooted in the fundamental belief that acts of goodwill provide hope and encouragement to more than just the recipient of the gesture.
On each of five consecutive days during the celebration of HOPE Week, the Yankees shine a spotlight on a different individual, family or organization worthy of recognition and support. Each day is designed so honorees can share their inspirational stories with Yankees players, fans and the media, while being surprised with the day of their dreams. Though each day's celebration ultimately culminates with a visit to Yankee Stadium on the day of a game, outreach typically takes place at a location in the community that symbolizes the accomplishments of the honoree.
At its core, HOPE Week is about people helping people. The one thing everybody has - no matter where they come from, what their financial situation is or what kind of skills they possess - is time. By involving every one of our players and coaches, Manager Joe Girardi, General Manager Brian Cashman and the entire front office staff during the celebration of HOPE Week, the Yankees are sending the message that everyone can give of themselves to make their community a better place.
Equally significant during HOPE Week is garnering publicity for the highlighted causes and organizations. The greatest challenge facing many not-for-profits is generating interest, awareness and funding for their missions.
The Yankees' HOPE Week initiative is an organizational effort, integrating players, coaches, the Yankees front office, dozens of sponsors and some of New York's most iconic social and corporate institutions.
The initial phase of HOPE Week planning involves the selection of the honorees. In order to draw on the most diverse and inspiring group possible, an online nomination form is made available to the public on yankees.com. Additionally, the Yankees Media Relations Department reviews general fan mail and independently reaches out to other public social institutions to find exceptional individuals to recognize.
HOPE Week is designed to be an event that fans look forward to every year. To generate greater public awareness of the project, the Yankees have kicked off each HOPE Week Monday on the TODAY show, with prominent Yankees such as Derek Jeter and Alex Rodriguez making appearances to discuss the spirit of the initiative.
Throughout the five-day stretch of games, the HOPE Week narrative is woven into the Yankees' on-field activities. Honorees are treated like members of the team, joining players and coaches next to the hitting cage during batting practice and on the field after victories for celebratory high fives. They also participate in traditional pregame festivities, including ceremonial first pitches and the exchange of team lineup cards. Most importantly, all are given a platform to tell their inspiring stories in their own voices.
As is the HOPE Week tradition, all celebrants from prior years are invited back to celebrate with current honorees. The gesture of returning to give back where they once received symbolizes what HOPE Week aspires to be.
Each of the five honorees during HOPE Week is given a day of their dreams, complete with surprise elements involving Yankees players, dignitaries and celebrities. Throughout the entire process, local, national and international media are given the opportunity to film, record and report on events to allow for comprehensive storytelling over a complete range of media platforms. The goal is to give these exemplary individuals the largest possible audience to hear their inspirational messages.
All events are designed to generate attention and raise the profile of serious social issues affecting our nation and the world. Beyond getting these stories into the mainstream media, the Yankees organization looks to reward honorees for their fortitude in the face of adversity.
The attention that HOPE Week has brought to different causes and charities has changed lives permanently for the better. Within three weeks of being honored during the 2011 celebration, Daniel's Music Foundation was able to increase the number of students in its programs from 150 to 250, allowing 100 additional disabled men, women and children in New York City to receive free therapeutic music instruction. HOPE Week 2010 honoree Mohamed Kamara, who less than 10 years ago was foraging through the forests of war-torn Sierra Leone to provide food for his family, enjoyed a paid internship at the New York Stock Exchange in the summer of 2011 in recognition of his remarkable story.
The Yankees are proud that the Minnesota Twins were inspired to hold their own HOPE Week from June 12-18, 2011. Other organizations and community groups, including the Rhode Island Interscholastic League and Dittman Incentive Marketing, have also begun similar HOPE-themed projects to honor heroes in their respective communities.
A nonprofit organization dedicated to helping individuals with physical and emotional disabilities through therapeutic horse riding instruction. Learn More »
An Angel in Queens
Started by Jorge Munoz, the nonprofit charity is dedicated to feeding hungry New Yorkers. Learn More »
National Organization for Albinism and Hypopigmentation (NOAH)
The nonprofit organization that provides support to the Fass family and others touched by albinism. Learn More »
Comprised of male and female high school and college-age volunteers, the group gives manicures, makeovers and needed companionship to the elderly at senior homes. Learn More »
Children's Alopecia Project (CAP)
Created by the Woytovich family, the nonprofit organization focuses on maintaining the self esteem of children with alopecia as they head into their teenage years. Learn More »